Supporting Innovation Through Analytics Support for Market Intelligence

Abstract

Market intelligence (MI) has evolved as a strong concept in last years. After debates which produced various views, a stable conceptual base was reached. Here, MI is studied with the insertion of analytics. The influence of analytics insertion in market intelligence cycle potentializes MI dynamicity, delivering knowledge in a more prompter way for strategic marketing planning decisions, serving both as an example of organizational strategic alignment and fast tactical planning, specially resulting in a context where innovation – product, process, market and organizational types – and its associated management are improved. Reflections around competitive strengths and related perspectives are studied at the end of this text, enabling further discussions and application unfolding.